PM360 2020 Trailblazer Awards Social Media Campaign Winner Medicines360 and JPA Health

Birth control is #NotAwkward: Let’s Talk About It (Medicines360, JPA Health)

Ten years ago, nearly half of all U.S. pregnancies were unplanned, and only one highly priced hormonal intrauterine device (IUD) was on the market. Yet, research shows IUDs are one of the best ways to prevent pregnancy—they last for months or years and won’t affect fertility in the future. The downside? They can be very expensive.

This is why Medicines360 brought a $50 hormonal IUD to market, which was almost 90% less expensive than competitors. Medicines360 enlisted JPA Health to launch a first-of-its-kind campaign to reduce or eliminate one of the major barriers to accessing birth control: Fear of having an “awkward conversation” about birth control with partners, family, friends, and even healthcare practitioners!

Through a survey of nearly 600 women, they learned nearly two in five 18- to 34-year-old women (36%) are not getting birth control information from a HCP. Instead, they turn to the internet and social media (54%) and friends (28%). Additionally, they found that younger women and women of color are most in need of tools, resources, and education to conduct helpful conversations.

The “#NotAwkward: Let’s Talk About It” campaign encouraged women to share their stories about which birth control method works for them while also providing resources to evidence-based information about birth control options online. It also shared information about where women could find a clinic to speak with a HCP. Social engagement was impressive: Twitter posts garnered over three million impressions, and according to LinkedIn Analytics, the associated LI content garnered 90,000+ impressions. Plus, the newly launched Medicines360 Instagram channel garnered 370 new followers after the launch.

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